Expectations of a novel restaurant dining experience were manipulated in a controlled field setting to test for the role and persistence of expectation and expectation-related effects within the expectancy disconfirmation and performance model. In an effort to ensure external validity, preconsumption expectations were manipulated via real-appearing reviews, actual service experience was recorded through protocol methods, and postconsumption perceptions were measured in the immediate postusage period. Results showed that the expectation manipulation and the expectations thereby created had an immediate but declining effect over the consumption period, that expectations acted as forward assimilation agents for performance, that retrospective expectations were partially influenced by performance observations in the manner of backward assimilation, that expectation-initiated performance comparisons (disconfirmation) and performance judgments were important satisfaction influences, and that the expectancy disconfirmation model is dimension-specific with regard to operation of its components. These findings shed insight into the operation of expectations, performance, and disconfirmation in service environments and illustrate some effects of consumption tracking.
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